Be attentive and make your product copywriting more eye-catching

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Core meaning of value proposition

As long as we talk about business models, everyone will think of a certain book. The book mainly talks about the promised value that individuals or companies can make to customers for the products or services they provide. Well, maybe you guessed it, yes, I am talking about this book “The Age of Value Proposition: Design Thinking The profit core of a successful business model》.

The promise mentioned in the value proposition must be based on meeting the needs of customers or potential customers and achieving the purpose of personal or corporate profit. But, what exactly is “Value Proposition” (Value Proposition)? Simply put, it is to put yourself in the shoes of customers to solve some difficult problems or meet their needs, and this is the meaning of value.

Returning to the topic, if you want to write eye-catching copy, it does not lie in piling up the sentences with gorgeous words. After all, you and I are not poets, and we cannot make the mistake of “forcing new words to express sorrow.” Moreover, the copy written under the premise of ignoring the use of context often has no vitality, let alone achieving the purpose of marketing.

When I held copywriting classes in the past, students often came to me and asked me: “Teacher, my writing is not good. How can I write moving copy?” In fact, this is a myth.

Good copywriting should be able to describe the scene in the user’s mind

I recently read an article from the other side, “[The difference between X-type copywriting and Y-type copywriting: Self-pleasure copywriting and user-oriented Internet copywriting] (https://www.meihua.info/a/63499)”, which I found very interesting. Li Mingshou, the author of the article, mentioned that truly powerful copywriting should be able to depict the scene in the user’s mind, so that people can see the picture as soon as they come into contact with the copywriting - whether it is an idea that the copywriting wants to convey? Or do you want to sell goods?

Lin Xi, Fang Wenshan and others are regarded as masters of lyric writing. A good song may move people because of its timeless lyrics; but when it comes to copywriting, we may have more factors to consider, and we must include consumer behavior, user experience, etc.

If we carefully dissect a good copy, we will find that its wording may be simple, but it can leave a deep impression on people at a glance. This truth is actually obvious, because the focus of sales and communication is not the text itself, but whether you can think from the perspective of the audience?

McDonald’s touching marketing case

For example, the video “[Mom’s Secret Plan with McDonald’s] (https://www.youtube.com/watch?v=85p-lrKWIfY)” previously featured by the fast food company McDonald’s as a “touch marketing” (https://tesa.today/article/126), featured several amateur mothers. They did not have too complicated words or expressions, but they immediately caught everyone’s attention and reminded people of the warmth of home.

McDonald’s copy is very simple, it just reads: “Mom and McDonald’s secret plan together…we are together, no matter how far apart we are, we can’t separate each other.”

In that video, when several young McDonald’s employees saw their mother, they immediately shed tears of surprise and longing, and even burst into laughter at the end, which made people deeply imprint McDonald’s value proposition and brand image in their hearts.

Everyone knows that McDonald’s value proposition is to help customers realize their dreams and bring joy. But what is the sense of joy that McDonald’s wants to convey? Is it the sizzling soda bubbles filling the table? Or the satisfied expressions of children eating burgers and playing with toys? Or is it the heart-pounding feeling of surprise and joy that employees feel when they see their loved ones?

I think the answer is already there.

Approaching from the perspective of the audience is the key

A good copy must be written from the perspective of the audience and think about what they care about and care about? What is even needed? We must know that modern people have too many choices. If copywriting still stays in traditional thinking and thinks purely from the perspective of merchants, no matter how good the specifications of the product are and how favorable the price is, it may not be able to impress people. In summary, attractive copywriting does not need to be lengthy or decorated with gorgeous words. The first lesson to get started is that it requires “carefulness”!

If you have any questions or ideas about learning copywriting, please leave a message and communicate!

★ This article was originally published in Vista Elementary School

★ Image source: StockSnap

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